Point of sale Revel Systems will now build branded mobile apps for merchants

The white label service has an upfront fee of $8,900. Merchants will also have to pay $119 per store location, per month.

Revelis one of the many iPad based point of sale systems that have flooded the industry. Since founding in 2010, it’s deployed 20,000 terminals atchains and franchises through the U.S. The company countsSmoothie King, Popeyes Chicken, Goodwill, and Arby’s among its clients.

Its new app building serviceletsmerchants create a mobile marketplacewhich canbe designed to handle pre-orders for food pick-up, delivery, and retail shipping. It canalso show users a list of nearby store locations. Like its physical point of sale system, Revel’s white label apps will accept avariety of payments including PayPal and Apple Pay.

Revel designs and makes apps in collaboration with merchants, but handles the process of getting the app into app stores.Through Revel’s custommobile apps, merchants also have an opportunity to get deeper insights on customers. Cofounder and CTO Chris Ciabarra says using beacon technology hispoint of sale will be able to see nearby customers, so merchants can pull up a profile when a customer walks in the door. Merchants can also develop their own loyalty programs for customers through the app.

Stanford Universityis the first institution todevelop a mobile app for its students through Revel. Thenew Stanford app will let students order meals ahead from the cafeteria and pick them up on arrival, meaning no more long cafeteria lines.

Though many point of sale and payments companies set brands up with ecommerce sites, not many provide mobile app services, which can be a huge expense for merchants. One competitor,PayPal, is already building mobile apps for its clients through its acquisition ofPaydiant. The company recently rolled out an updated app for Subway restaurants that lets users pay for meals with PayPal.But as consumers increasingly shop from their phones, it’s likely more merchants will consider building their own stand alone mobile apps and as a result more payment companies will want to offer app services.

For now, though, Revel is still one of few point of sale systemstoprovide merchants with their own branded app, giving it an edge.